The Effect Of Advertising, Product Innovation, Word Of Mouth And Social Media Role Towards Brand Awareness Of Converse Shoes In Students
Abstract
In this study the author has the aim of knowing the influence of advertising, product innovation, word of mouth and the role of social media on brand awareness of converse shoes in UNSA students.
The hypothesis in this study are: Allegedly advertising, product innovation, word of mouth and the role of social media have a significant effect on brand awareness of converse shoes in UNSA students.
The data needed in this study are primary data obtained by questionnaire method from a sample of 100 respondents and secondary data obtained from literature. The data analysis used in this study is the classic assumption test, multiple linear regression test, t test, F test, and Determination Coefficient Test.
The results of data analysis in this study can be concluded that advertising, product innovation, word of mouth and the role of social media have a significant effect on brand awareness of converse shoes in UNSA students.
The authors who publish this journal agree to the following conditions:
1. The author retains the copyright and gives the journal rights regarding the first publication with the work being simultaneously licensed under the Creative Commons Attribution License which allows others to share the work with acknowledgment of the author's work and the initial publication in this journal.
2. The author can enter separate additional contractual arrangements for non-exclusive distribution of the published version of the journal (for example, send it to an institutional repository or publish in a book), with an acknowledgment of its initial publication in this Journal.
3. Authors are permitted and encouraged to post their work online (e.g., at an institutional repository or on their website) before and during the submission process, as this can lead to productive exchanges, as well as excerpts of previously published works
